Kurio

Finland

Creative
In 2024, Kurio’s campaign for “Finland's Energy-Wisest School,” which positioned building technology giant Caverion as a champion on sustainability, was named one of the top three campaigns in the EMEA region at the SABRE Awards, helping the social-first agency make the top three in our Global Creative Index’s pound-for-pound ranking of the world’s most creative PR firms. But that wasn’t even the most exciting thing that happened to Kurio over the past 12 months: in February, Bridgepoint—an investor with €67bn of assets—announced that it was buying a majority stake in the 20 person boutique. 

Founded 13 years ago, Kurio has been a social-first agency from its inception, with client split 50-50 between the expected consumer brands and the slightly unexpected business-to-business leaders. Focusing on audience insight, strategy and consulting, social-first creative, and creative influencer marketing, the firm seeks to deliver results, whether that means bigger profits, increased sales, reduced media budgets or globally acknowledged campaigns that move people to action. Its methodology is built around a tool that identified one of four “social media stereotypes” (thought leaders, data drivers, cost killer, and money makers) and then devises appropriate content strategies focused on three “consumer behavior stereotypes” (hawks who hunt for information, flocks who come across the same information, and nesters who seek to stay engaged). 

The firm promotes its thought leadership in the social space too, with two annual publications: World-Class Lessons on Social Media Marketing and Social Media Marketing Trends.

With a focus on building deeper, stronger client relationships, Kurio has seen its average account size grow by almost 50% since 2018 and it now derives 90% of its revenues from just 11 clients, with big names including Novo Nordisk, Arla, Microsoft, Wartsilla, Fazer, Posti, Caverion, Orkla, ABB, Patria, Business Finland, UPM Biofore, and Stockmann. One highlight of this year’s client work was a campaign for candy brand Fazer Remix, which was seeking to connect with Gen Z consumers. The firm switched the IG accounts of two totally different influencers: Vappu Pimiä, a foodie, mom and tv host; and Antti Tuisku, an artist-turned-athlete. If they didn't lose any followers during that week, they got to raffle Ramix candies. The pair both gained followers and Remix saw a 29% year-on-year increase in sales volume.—PH